Abstract

This study aims to understand consumer preference relating to the fast food in
Malaysian market. Moreover, this paper seeks to investigate the trend and pattern of
fast food consumption and the importance of various factors affecting the choice of fast
food among Malaysian consumers. Findings suggest that expenditure for fast food
mostly goes to fried chicken, while instant noodles are the least. Moreover, food safety,
speed in delivery and food taste suitability has been found as the main influential
factors for purchasing the fast food. On the contrary, quality, freshness, easy to cook,
and cleanliness are the second priority. Furthermore, ‘Halal’ status has been indicated
as the most important factor for the Muslim consumers. Survey method using
convenience sampling has been carried out for conducting this study. Therefore, further
research targeting a more diverse group of consumers employing random sampling can
provide greater generalization.